A Winning Guest Feedback Formula for Your Hotel's Success

By Benjamin Jost Co-Founder & CEO, TrustYou | October 22, 2017

As we enter into the planning period for 2018, you might be talking about revenue forecasting, occupancy rates prediction, holiday promotions - but have you factored in the winning guest feedback formula to operate a hotel successfully? By now, you probably want to know what this formula is. Here it is: Review marketing + operational excellence = hotel success

In this piece, I’ll be focusing specifically on review marketing - its three biggest benefits, and then how you can actually put review marketing into practice at your hotel.

The Biggest Benefits of Review Marketing

We talk about guest feedback and we talk about digital marketing, often in the same sentence - but do you specifically devote time to “review marketing,” the art and science of developing a marketing strategy that includes the pursuit of guest feedback and using that feedback online and offline in order to boost your hotel’s reputation and guarantee greater success?

Some hoteliers I speak to definitely see the value of reviews yet they don’t have an actual strategy on how they are going to get more and better reviews, and what they are going to do with them once they do. Now you will.

The Three Biggest Benefits of Review Marketing

Coming up in April 2018...

Guest Service: Empowering People

Excellent customer service is vitally important in all businesses but it is especially important for hotels where customer service is the lifeblood of the business. Outstanding customer service is essential in creating new customers, retaining existing customers, and cultivating referrals for future customers. Employees who meet and exceed guest expectations are critical to a hotel's success, and it begins with the hiring process. It is imperative for HR personnel to screen for and hire people who inherently possess customer-friendly traits - empathy, warmth and conscientiousness - which allow them to serve guests naturally and authentically. Trait-based hiring means considering more than just a candidate's technical skills and background; it means looking for and selecting employees who naturally desire to take care of people, who derive satisfaction and pleasure from fulfilling guests' needs, and who don't consider customer service to be a chore. Without the presence of these specific traits and attributes, it is difficult for an employee to provide genuine hospitality. Once that kind of employee has been hired, it is necessary to empower them. Some forward-thinking hotels empower their employees to proactively fix customer problems without having to wait for management approval. This employee empowerment—the permission to be creative, and even having the authority to spend money on a customer's behalf - is a resourceful way to resolve guest problems quickly and efficiently. When management places their faith in an employee's good judgment, it inspires a sense of trust and provides a sense of higher purpose beyond a simple paycheck. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.